How charity brand design motivates people to take action

Developing a charity brand design is about creating a visual that emotionally appeals to supporters and inspires people to take action. This can be a tricky balance. You need the complete look to be straightforward while relaying emotions and actions desired without it looking cluttered.

Your message, tone, and voice need to be clear and concise, while still providing all of the information you need to convey.

This can be accomplished by using specific font types, colours, layouts, and illustrations. These are not chosen arbitrarily. The elements are strategically selected by using design principals and practices of colour psychology.

But before producing anything, it is essential to find out more about your charity.

What compels people to donate and support your charity?

When I devise a branding project that encourages people to take action, I first dig deep into what makes your charity unique. Is it about the people you support? Is it the percentage of success stories versus other charities serving the same sector? Or is it all about your volunteers and supporters? What motivates them to support you? Once I discover and embrace your charity’s mission, services, and team then I take a look at the most effective way to distill that emotional journey into a brand design.

One positive way of doing this is to feature your volunteers and supporters.

A great current example of this is how NHS Charities Together could feature in an illustration or graphic the phenomenal Captain Tom Moore, the 99 year old war veteran who raised more than £18 million for the NHS by completing 100 laps in his garden before his 100th birthday. An amazing feat!

Moore is a remarkable, relatable, and incredibly determined volunteer, who sparks action amongst the public. He’s passionate about the cause. Moore shows the public how they can raise money during the coronavirus lockdown without leaving their homes. It is an uplifting story that the public will forever identify with the charity. So Moore can be a key visual that unites everyone, including the nation to give, think, and take action for NHS Charities Together.

Becks Neale is a Dorset Designer & Brand Consultant, working alongside charities, community initiatives and purpose-led organisations to achieve a brand they love and live, by distilling their brand story.

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